MUMBAI: The Maharajah may be on the way out but the Singapore Girl is staying.
Two of the most recognisable icons in world aviation have been under pressure as brand gurus assess their current relevance.
Reports suggest the imminent merger between Air-India and Indian Airlines will see the Maharajah bumped off the plane.
The familiar figure first made his appearance with Air India in 1946, when Bobby Kooka, Air India’s commercial director, and Umesh Rao, an artist with J.Walter Thompson in Mumbai, together created the Maharajah.
He began as a rich Indian potentate, symbolising graciousness and high living but later his creators gave him a distinctive personality, adding a large moustache and striped turban.
However, the planned merger of India’s two state-run airlines could put the Maharaja out of a job. Advertising and brand experts are suggesting that the old boy has lost some of his relevance and now may be a good time to retire.
For Singapore Girl the good news is that she will remain dressed in her hallmark sarong kebaya uniform. ??
Batey Ads, the advertising firm that 35 years ago created the campaign and the slogan “Singapore Girl — You’re a great way to fly”, had been asked to consider new marketing strategies.
But Singapore Airlines has confirmed that even though it has yet to decide on who will handle its advertising account in future, the Singapore girl icon will not undergo any changes. ??
